Amazon Prime Brings Lizzo and ‘The Boys’ to SXSW 2022

Are you a superhero or a superstar?

No, you have to choose.

Among South by Southwest’s many activations and installations, one of the brightest is Amazon Prime Video’s Superheroes and Superstars pop-up at the corner of Red River and Driskill streets. A Bezos-backed entertainment playground, he took to the Rainey Street district to promote two of the streaming service’s shows: Season 3 of dark superhero series “The Boys” and the TV show -reality “Lizzo’s Watch Out for the Big Grrrls”. The “Truth Hurts” singer and rapper is Sunday’s keynote at this year’s conference, and there was a session on “The Boys” on Saturday.

We stopped by superheroes and superstars on Saturday morning to check out the scene. Here are some things you’ll see upon activation, open to SXSW badge holders. It opened on Friday and visitors can stop by from noon to 6 p.m. until Monday.

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Before you hold two tunnels…

There are two entries: one for “The Boys” in Voughtland (named after the dark society in the series) and one that is a giant shining star in Lizzo’s Palace of Positivity. You can guess we went through Lizzo’s tunnel, because we have taste. Positive messages lined the multicolored walls at the entrance. But do not worry. Either entry gives you access to all activation.

choose your poison

With that being SXSW and all, free food and drink is the name of the game here. Your wristband received upon entry allows you to take a sip from either the Red White & Booze bar (themed after the villainous Homelander “The Boys”) or Lizzo’s Juicebox, which is a giant pink juice box.

Without wanting to be repetitive, but you can imagine where we went, because we have taste.

Activation for Amazon Prime Video Superheroes and Superstars opens in the Rainey Street District for South by Southwest on Saturday, March 12, 2022.

Lizzo’s Juicebox also has a “Big Grrrl Mantra” written on the side: “I only have love for me”, etc.

Two observations here: first, isn’t a giant pink juice box a perfectly SXSW thing? And two, juxtaposing the patriotic aesthetic of a neo-fascist superhuman with those of a revolutionary beacon of body positivity, all in the service of free drinks and brand synergy, isn’t that a perfectly SXSW?

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I comb my hair, check my nails…

“Tell me how you feel,” an employee of a Lizzo-themed nail salon told us. “Good as hell,” we replied dutifully. One of the quirkiest parts of this Amazon Prime Video activation is this pampering oasis, where guests can get a hand massage, colored pressed nails, or a little hairstyle. We, having short hair and needing to type easily while covering SXSW, opted for the “Queen Charity” option, which consisted of a scalp massage, moisturizing treatment and trim. (Although there’s no trim for us.) There are plenty of choices, like the Kiki Kick Back, which is a high pony with curls.

Activation for Amazon Prime Video Superheroes and Superstars opens in the Rainey Street District for South by Southwest on Saturday, March 12, 2022.

So close to a Texas treat

One of the free food outlets on the side for “The Boys”: a burger stand called Vought a Burger. It’s not orange and white, but you can fake it while you bite into your bun. Vegan option available!

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Activation for Amazon Prime Video Superheroes and Superstars opens in the Rainey Street District for South by Southwest on Saturday, March 12, 2022.

Take a spin

Finally, we can now say that we did a carousel ride on Rainey Street all by ourselves. The advantage, or the danger, or showing up early. Starlight’s Carousel of Dreams is exactly what it sounds like, a pony-powered attraction that will unlock your inner child and remind you to stream “The Boys” Season 3, a TV show about a controversial corporate superpower. -form led by a controversial corporate superpower.

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